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Gluten-Free Foods in the U.S., 6th Edition

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Gluten-Free Foods in the U.S., 6th Edition

Gluten-Free Foods in the U.S., 6th Edition covers market trends and opportunities, the competitive environment among marketers, the retail and foodservice marketplace, new product trends, and consumer attitudes and purchasing behaviors in relation to gluten-free. The report focuses on the following retail product categories: salty snacks, crackers, fresh bread, pasta, cold cereal, baking mixes, cookies, flour, and frozen bread/dough. Data-rich analysis features dozens of tables and figures, including:
  • historical market sizing and growth projections
  • mass-market sales of gluten-free in key categories
  • types of gluten-free products most often used
  • menu penetration rates for gluten free
  • leading marketer shares for gluten-free by category
  • selected new product introductions by category
  • role of allergies/intolerances in consumer food choices
  • top motivators for eating gluten-free
  • consumer opinions about gluten-free products
  • product usage trends
  • demographics for gluten-free dieters and product purchasers
Primary sources for Gluten-Free Foods in the U.S. include a Packaged Facts National Consumer Survey conducted in July-August 2016, with a sample size of 2,000 U.S. adults age 18+, as well as earlier Packaged Facts surveys for trending purposes. Syndicated and secondary sources include IRI’s InfoScan Review, SPINSscan sales tracking services, Simmons Market Research national consumer surveys, Datassential MenuTrends, company literature and social media, business and trade publications, and Packaged Facts’ extensive food and beverage research database and report collection.


  • Executive Summary
    • Report Scope
    • Research Methodology
    • Packaged Facts' Definition of Gluten-Free Foods for Market Sizing
    • What Is Gluten, and Why Avoid It?
      • Definition of Gluten
      • Medical Reasons for Gluten-Free Eating
      • Other Motivations for Going Gluten-Free
        • Table Motivations for Purchase/Use of Gluten-Free Foods, 2016 (percent of gluten-free consumers)
    • Market Trends and Opportunities
      • Market Size
        • Table U.S. Retail Sales of Gluten-free Foods in Key Categories, 2011-2015
        • Table Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, 2016-2020
    • Leading Marketers and Marketing Initiatives
    • The Retail and Foodservice Marketplace
    • Product Trends and Opportunities
      • Table Motivations for Eating Ancient Grains, 2015 (U.S. adults who buy menu or grocery items with ancient grains)
    • The Gluten-Free Consumer
      • Consumers With Allergy and Gluten Concerns
        • Table Reasons for Watching Diet, 2016 (percent among U.S. adults presently watching diet)
      • Gluten and other Ingredients in the Dietary Spotlight
      • Gluten Intolerant Diet Watchers Highly Favor Natural and Organic Products
      • Gluten Intolerance Demographics
      • Urban Consumers Opt for Gluten-Free Foods
        • Table Selected Demographic Indicators: Buying Gluten-Free Foods When Watching Diet, 2016 (percent and index among U.S. adults who are watching diet)
      • A Third of Consumers Report Recent Use of Gluten-Free Foods
        • Table Selected Demographic Indicators: Purchase/Use of Gluten-Free Foods, 2016 (percent of adults)
      • Gluten-Free Perceived as Healthier
  • What Is Gluten, & Why Avoid It?
    • Key Points
      • Gluten Occurs Naturally in Only Three Grains
        • Table Grains With and Without Gluten
      • When Eating Gluten Is Not an Option
      • Gluten Related Disorders
      • Celiac Disease
      • Dermatitis Herpetiformis
      • Gluten Ataxia
      • Wheat Allergy
      • Non-Celiac Gluten Sensitivity
      • Weakened Intestinal Barrier May Be at Fault
      • More Than Gluten May Be Involved
      • Food Allergies Affect More Than 8 Million Americans
      • The Food Allergen Labeling and Consumer Protection Act of 2004
      • The Big 8
      • Food Additive Intolerance
      • Reactions to Allergens and Additives
      • Allergic Reaction to Additives Relatively Small
      • Severe Allergic Reactions
      • Allergy Increases May Be Due to Better Reporting
      • Food Intolerances
      • Food Sensitivity
      • Consumers Alter Habits To Deal With Allergies
        • Table Role of Allergies/Intolerances in Food Choices, 2015 (percent of adults)
        • Table Importance of Allergies/Intolerances in Food Preparation at Home, 2015 (percent of adults)
      • Dining Away From Home
      • When Gluten-Free Is a Choice
        • Table Motivations for Purchase/Use of Gluten-Free Foods, 2016 (percent of gluten-free consumers)
      • FDA's Regulation of Gluten-Free Claims
      • Gluten-Free Terms
      • Inside the Regulation
  • Market Trends & Opportunities
    • Key Points
      • Scope of Market
      • Retail Sales in Key Categories Approach $1.6 Billion in 2015
        • Table U.S. Retail Sales of Gluten-free Foods in Key Categories, 2011-2015
    • Market and Category Sales Trends
      • Growth of Gluten-Free Foods Remains Strong, But Is Slowing
        • Table Mass Market Sales of Gluten-Free Foods: Key Product Categories, 2011-2015 (in millions of dollars)
    • Gluten-Free Food Usage Trends and Consumer Perspectives
      • Purchase Rate of Gluten-Free Foods Shows Significant Increase
        • Table Gluten-Free Foods: Overall Usage, 2014 vs. 2016 (percent of adults)
        • Table Gluten-Free Foods: Increased Usage, 2010-2016 (percent of adults)
      • Motivations for Use Reflect a Market in Transition
        • Table Motivations for Purchase/Use of Gluten-Free Foods, 2010-2016 (percent of gluten-free consumers)
      • Snack Foods Especially Popular Among Gluten-Free Consumers
        • Table Types of Gluten-Free Products Used, 2014 vs. 2016 (percent of gluten-free consumers)
      • Satisfaction With Range and Quality of Gluten-Free Foods Grows-And So Does Dissatisfaction
        • Table Opinions About Quality and Variety of Gluten-Free Foods, 2010-2016 (percent of gluten-free consumers)
      • Going Above and Beyond with Labeling
        • Table Gluten-Free Shoppers: Awareness and Engagement, 2010-2016 (percent of gluten-free consumers)
      • Perception of Gluten-Free as a Gimmick or a Fad Increases
        • Table Gluten-Free Shoppers: Marketplace Perspectives, 2010-2016 (percent of gluten-free consumers)
    • Gluten-Free Market Trends and Influences
      • Celiac Prevalence Plateaus While Gluten-Free Eating Triples
        • Table Reasons for Watching Diet, 2013-2016 (percent of U.S. adults presently watching diet)
        • Table Types of Food Purchased in Relation to Watching Diet, 2013-2016 (percent of U.S. adults presently watching diet)
        • Table Gluten Intolerance vs. Gluten-Free Foods Consumption, 2013-2016 (percent of U.S. households presently watching diet)
      • "Free From" Is a Top Criterion for Healthy Foods
      • Many People Who Choose to Eat Gluten-Free Do Feel Better
      • Ancient Grains Satisfy a Multitude of Consumer Demands
      • Half of Consumers Say Ancient Grains Are Healthier
      • Ancient Grains Are Spared the Stigma of Refined Carbs
        • Table Importance of Selected Features in Choosing Foods to Eat, 2016 (percent of consumers)
      • Weight Loss and Eating Gluten-Free
        • Table Types of "No/Low" Foods Bought When Watching Diet to Lose Weight, 2013 vs. 2016 (percent of adults who are watching their diet)
      • Gluten-Free May Be Losing Some Marketing Edge
    • Market Forecast
      • Package Facts Forecasts a $2 Billion Market in 2020
        • Table Projected U.S. Retail Sales of Gluten-free Foods in Key Categories, 2016-2020
  • Competitive Environment
    • Key Points
    • Marketer Landscape
      • Category Leadership
        • Table Marketer and Brand Shares of Gluten-Free Foods: by Category, 2015 (percent of mass-market sales)
      • Pinnacle Foods Acquires Boulder Brands
      • Permira Acquires Medora Snacks with Global Expansion in Mind
      • Enjoy Life Foods Joins Mondelez International
    • Marketer Snapshots
      • The Hain Celestial Group
    • B&G Foods
    • Blue Diamond Growers
    • Bob's Red Mill Natural Foods
    • TH Foods (Crunchmaster and Harvest Stone)
    • Snyder's-Lance
    • General Mills
      • Food Should Taste Good
    • Pamela's Products
    • Ancient Harvest
    • Enjoy Life Foods
    • Inventure Foods
    • Lundberg Family Farms
    • Medora Snacks
    • Mary's Gone Crackers
    • Nature's Path Foods
    • Product Category Sales and Trends
      • Gluten-Intolerant Consumers Show Increased Use of Traditionally Grain-Based Foods
      • Salty Snacks Account for Over 40% of 2015 Gluten-Free Sales
        • Table Mass Market Sales of Gluten-Free Foods: Selected Product Categories, 2011-2015 (in millions of dollars)
        • Table Gluten-Free Market Shares, by Product Category, 2011-2015 (percent of mass-market sales)
      • Category Snapshot: Salty Snacks
        • Table Attitudes and Opinions About Snacking: Gluten-Free Consumers, 2016 (index of U.S. adults)
      • Category Snapshot: Crackers
      • Category Snapshot: Fresh Bread
      • Gluten-Free Consumers Still Want Better Bread Products
      • Category Snapshot: Cold Cereal
      • Category Snapshot: Cookies and Sweet Baked Goods
        • Table Attitudes About Eating Sweets: Gluten-Free Consumers, 2016 (index of U.S. households)
        • Table Reasons for Purchasing from In-Store/Independent Bakeries: Selected Consumer Survey Responses, 2015
      • Category Snapshot: Baking Mixes and Flour
  • The Marketplace: Retail and Foodservice
    • Key Points
    • Food Regulation and Best Practices
      • FDA's Allergen and Gluten Regulations Do, and Don't, Extend to Foodservice
      • Gluten-Free Labeling
      • Food Marketing Institute Advises on In-Store Protocols
      • Gluten-Free Training, Certification Programs Available for Restaurants
      • Beyond Shelf Tags: Retailers Invest in Gluten-Free
      • Bakehouse Items Make Passover Sweeter
      • The Newly Gluten-Free Get Expert Guidance From Whole Foods
      • Loan Program Demonstrates Support for Local Gluten-Free Producers
      • Trader Joe's Invigorates Gluten-Free With Frequent Product Rollouts
      • ALDI Stakes Claim to Health and Wellness Leadership
      • More Gluten-Free Products in Target Revamp
        • Table Packaged Gluten-Free Pasta Prices: Target Private Label vs. National Brands, 2016
      • Coborn's G Free Bakery Fare Is Selling Like Hotcakes
      • Merchandising Gluten-Free: Dedicate or Integrate?
    • The Gluten-Free Grocery Shopper
      • Gluten-Free Shopping a Positive Experience for Most
        • Table Gluten-Free Grocery Shopping: Opinions and Behaviors, 2016 (percent of gluten-free consumers)
      • Gluten-Free Consumers Are Mindful Shoppers
        • Table Preferences and Behaviors When Shopping for Groceries: Households Watching Diet, 2016 (index of U.S. households)
      • Store-Made, Pre-Cooked Meals Favored by Gluten Intolerant
      • Gluten-Intolerant Households Shop Natural Chains at Twice the Average Rate
        • Table Watching Diet Due to Food Allergy or Gluten Intolerance: Supermarkets Shopped, 2016 (percent and index of U.S. households)
      • Gluten-Free on the Menu
      • Fast-Casual, Casual Restaurants Most Likely to Offer Gluten-Free Fare
      • Midwest Shows Above-Average Gluten-Free Menu Penetration
      • Menus with American Cuisine Account for 25% of Gluten-Free Items
      • Nearly 25% of Gluten-Free Menu Items Are Entrées
        • Table Menu Penetration Rates for Gluten-Free: By Application, 2016 (percent share of gluten-free menu items)
      • Nearly 40% of Gluten-Free Menu Items Include Cheese
        • Table Gluten-Free Menu Items: By Pairings, 2106 (percent of gluten-free menu items)
        • Table Recent Foodservice Chain Activity: Selected New Gluten-Free Items, 2016
      • Chefs: Gluten-Free Cuisine Cools Somewhat as a Culinary Trend for 2016
        • Table National Restaurant Association's What's Hot Culinary Forecast 2016: Selected Overall Findings (percent of chefs surveyed)
        • Table National Restaurant Association's What's Hot Culinary Forecast 2014 vs. 2016: Selected Overall Findings (percent of chefs surveyed)
        • Table National Restaurant Association's What's Hot Culinary Forecast 2016: Selected Starches/Sides (percent of chefs surveyed)
        • Table National Restaurant Association's What's Hot Culinary Forecast 2016: Selected Other Ingredients (percent of chefs surveyed)
        • Table National Restaurant Association's What's Hot Culinary Forecast 2016: Top Trends of Past Decade (percent of chefs surveyed)
        • Table National Restaurant Association's What's Hot Culinary Forecast 2016: Top Trends of Next Decade (percent of chefs)
    • The Gluten-Free Diner
      • Half of Consumers Use Nutritional Information at Restaurants
      • One-Fifth of Gluten-Free Shoppers Are Also Gluten-Free Diners
        • Table Rates of Choosing Gluten-Free Menu Options, 2014 vs. 2016 (percent of gluten-free consumers)
      • Zagat: Four in 10 "Avid Diners" Think Gluten-Free is Passé; Most Disagree
      • Millennials Are Food-Flexible Diners
      • Gluten-Freers Have Strong Opinions About Fast Food
        • Table Opinions About Fast Food: Households Watching Diet, 2016 (index of U.S. households)
      • Meal Kits: Industry Disrupter?
      • Love With Food Acquires Three Gluten-Free Rivals in Two Years
  • Product Development and Marketing Trends
    • Key Points
      • Clean Ingredients: Simpler, Fewer, Minimally Processed
      • Quinn Snacks Takes Transparency to New Level
      • Simply 7 Snacks Founded on Principle of Clean, Simple Ingredients
      • One Degree Organics Advances Veganic Farming Practices
      • New Gluten-Free Food Products Are Powered by Plant Protein
      • Pulses Ideally Suited to Gluten-Free Snacks and Pastas
      • Waves of Grain
      • Desire to Eat More Whole Grains Draws Consumers to the Ancients
        • Table Motivations for Eating Ancient Grains, 2015 (U.S. adults who buy menu or grocery items with ancient grains)
      • Consumers Seek Out Sprouted Grains for Health, Nutrition
        • Table Motivations for Eating Sprouted Grains/Ingredients, 2015 (U.S. adults who buy menu or grocery items with sprouted ingredients)
    • Selected New Gluten-Free Products
      • Table Selected New Gluten-free Products: Salty Snacks and Crackers
      • Table Selected New Gluten-free Products: Bread and Dough
      • Table Selected New Gluten-free Products: Ready-to-Eat Cereal
      • Table Selected New Gluten-free Products: Cookies/Sweet Baked Goods
      • Table Selected New Gluten-free Products: Pasta
      • Table Selected New Gluten-free Products: Baking Mixes/Flour
  • The Consumer: Opinions, Preferences, Influences, Behaviors
    • Key Points
      • Methodology
      • Demographic Indicators
    • Gluten Avoidance in Food Intolerance and Dietary Context
      • Consumers With Allergy and Gluten Concerns
        • Table Percent Presently Watching Diet: Overall and by Gender 2016 (U.S. adults)
        • Table Reasons for Watching Diet, 2016 (percent among U.S. adults presently watching diet)
      • Gluten and other Ingredients in the Dietary Spotlight
        • Table Types of Foods Bought When Watching Diet, 2016 (percent of U.S. adults presently watching diet)
      • Gluten Intolerant Diet Watchers Highly Favor Natural and Organic Products
        • Table Types of Foods Bought When Watching Diet, 2016 (percent of U.S. adults presently watching diet)
      • Higher Education, Aging Are Factors In Diet Watching
        • Table Selected Demographic Indicators: Presently Watching Diet, 2016 (index among U.S. adults)
      • Gluten Intolerance Demographics
        • Table Selected Demographic Indicators: Watching Diet for Food Allergy or Gluten Intolerance, 2016 (index among U.S. adults)
      • Urban Consumers Opt for Gluten-Free Foods
        • Table Selected Demographic Indicators: Buying Gluten-Free Foods When Watching Diet, 2016 (percent and index among U.S. adults who are watching diet)
    • The Gluten-Free Consumer
      • A Third of Consumers Report Recent Use of Gluten-Free Foods
      • Younger Adults With Children Are Above Average in Gluten-Free Consumption
        • Table Selected Demographic Indicators: Purchase/Use of Gluten-Free Foods, 2016 (percent of adults)
        • Table Selected Demographic Indicators for Purchase or Use of Gluten-Free Foods, 2016 (percent of gluten-free consumers)
      • Gluten-Free Perceived as Healthier
      • Multiple Health Reasons Motivate Core Group of Gluten-Free Food Buyers
        • Table Demographic Indicators: Motivations for Purchase/Use of Gluten-Free Foods, 2016 (gluten-free consumers)

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